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Onward: How Starbucks Fought for Its Life without Losing Its Soul Paperback – Mar 27 2012
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“Personal, suspenseful, and surprisingly open . . . [Schultz’s] sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and his voice is winning and authentic. this is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer.” ―Publishers Weekly, starred review
“Through the lens of his personal leadership journey, with all of its dizzying ups and agonizing downs, Howard Schultz has written, with aching honesty and passion, the single most important book on leadership and change for our time and for every generation of leaders.” ―Warren Bennis, Distinguished Professor of Business, University of Southern California, and author of Still Surprised: A Memoir of a Life in Leadership
About the Author
Howard Schultz is the chairman, president, and CEO of Starbucks and the author of the New York Times bestseller Pour Your Heart Into It.
Joanne Gordon is a former Forbes writer and contributing editor who has spent more than a decade profiling companies and business leaders for numerous publications and five previous books.
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Others have their own reasons for praising this book, Here two of mine. First, Schultz is a skillful raconteur and the dramatic narrative that he provides is compelling as he introduces various characters, develops a lively plot filled with crises as well as triumphs, and meanwhile examines several themes that invest the narrative with structure and direction. For example, how to accelerate but manage growth so that the company (however large it may become) retains its entrepreneurial spirit? As Starbucks expanded into new locations, states, and even countries, how to preserve the ambiance of an Italian café (i.e. coffeehouse) while take full advantage of modern technologies? This book is a great read because Schultz has a multitude of fascinating stories to share.
My other reason is that the book anchors in real-world situations, involving real people, a number of business principles that are relevant to all organizations, whatever their size and nature may be.
1. Don't 'fall in love' with loyal, devoted workers who longer measure up.Read more ›
A leader and commander for the people." -- Isaiah 55:4 (NKJV)
Company founders often have a unique vision of what they are trying to accomplish that's based in a set of values that are deserving of respect. Unless such a vision is experienced, appreciated, and consistently pursued, most organizations lose their way as the power of the vision wanes . . . to be replaced by merely accomplishing various goals that are unconnected to the vision. In the case of Starbucks, Howard Schultz had a life-changing experience in an Italian espresso bar that led to his vision for the company. After Schultz was no longer CEO (called ceo at Starbucks), the vision lost focus and faded in favor of meeting various expansion goals.
When what is now being called "The Great Recession" hit, Starbucks reeled as customers started spending a lot less for the first time. Such a downward spiral is hard to overcome, and Howard Schultz learned that the hard way as he returned to the ceo job.
Onward is the story of how Starbucks revitalized and created a better way to deliver Schultz's vision.
If you have only a casual interest in Starbucks, this story will be too long and detailed for you.
If you are a company leader who is looking to turn around the fortunes of an ailing retail concept, you'll find all of the detail helpful in avoiding pitfalls. Having worked with a number of companies seeking to make such improvements, I was struck that the perspectives and experiences of Mr. Schultz rang very true.Read more ›
It says "shell" where it should say "she'll", "wed" in place of "we'd", and so on. Can anyone confirm if this is the way it is written, or if so some reason the Kobo version is just faulty?
It's very difficult to read this way!
Most recent customer reviews
Slow read. Didn't find it nearly engaging enough to keep my attention.Published 4 months ago by Amazon Customer
It gave me a new respect for Starbucks. They are not so different from my favourite local shop
Inspiring book! it starts just mild, but grows in intensity and finish in a great way (no spoilers here...)Published 19 months ago by Clovis
A great story of a visionary who proves that with commitment, leadership and a strong conviction in what you believe, anything is possiblePublished on Oct. 24 2013 by Elita Torres
This is an interesting read, especially for anyone who goes to Starbucks regularly or for anyone interested in business management. However, it does tend to drag on a bit too long.Published on Aug. 19 2013 by John Miewald
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